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B&Q Trade

The largest and most successful UK DIY retailer needed to raise their performance for share of Trade audience sales. Following market research, dR repositioned the trade value proposition to appeal to the desire for tradespeople to have security of access to materials wherever they might be working. Relaunching the brand with ‘B&Q Trade – Means Business’, combined with a unique Trade Account and a range of cash-sales promotions ensured we kept track of our audience, building store specific databases for local and national marketing effort. Our work established B&Q Trade as second choice with tradespeople, up from a position that was previously 4th or worse.